THE WALT DISNEY COMPANY FRANCE

Timed with the release of its summer blockbuster The Lion King, The Walt Disney Company France used ThruPlay optimization to reduce the cost per completed video view by 43% and boost viewing time by 33%.

THE STORY
Dream makers

The Walt Disney Company is among the largest and best-known entertainment companies in the world. Its four production companies—Disney, Lucasfilm, Marvel and Pixar—produce films that have defined international pop culture, from the black-and-white Mickey Mouse cartoons of the 1920s to today’s CGI extravaganzas.

33%

increase in video view time with ThruPlay

30%

decrease in the cost of 10-second video views with ThruPlay

43%

decrease in cost per completed video view with ThruPlay

Facebook and Instagram are essential media and social platforms for the promotion of our movies, thanks to the impact of the available formats, the depth of the targeting possibilities and the quality of the placements.
DAVID POPINEAU, DIGITAL EXPERIENCE DIRECTOR, THE WALT DISNEY COMPANY FRANCE
THE GOAL
Testing the ThruPlay optimization option

The Walt Disney Company France wanted to assess whether ThruPlay optimization—a tool that allows companies to optimize ad delivery to reach people who are likely to watch videos to completion—could reduce the cost per completed video view.

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THE SOLUTION
Setting a new default

The Walt Disney Company wanted to test the ThruPlay video option, which optimizes ad delivery to reach people who are likely to watch the entire video or at least 15 seconds of longer videos. This option differs from the 10-second delivery optimization option, which focuses on people who are likely to watch 10 seconds or more of a video.

With its campaign for the release of The Lion King, The Walt Disney Company wanted to measure the performance of its video ad campaigns that used ThruPlay optimization and to see how the ad delivery option compared to its movie release campaigns that used the 10-second delivery option.

Running from July 7–27, 2019, The Walt Disney Company’s campaign proved that the ThruPlay video option was an effective way boost video views. The campaign resulted in:

  • 33% increase in video view time with ThruPlay

  • 30% decrease in the cost of 10-second video views with ThruPlay

  • 43% decrease in cost per completed video view with ThruPlay